In late 2024, Hightouch, a seven-year-old startup, revolutionized marketing with its AI-powered service. The platform allows marketers to create custom content for brands like Domino’s and Spotify without needing design teams or agencies.

Since launching two years ago, the company has added $70 million in annual recurring revenue (ARR), reaching a total of $100 million. Co-CEO Kashish Gupta says, “Before GenAI, it was impossible for someone without many years of design skills to create consumer-level assets.”

Hightouch’s approach is more sophisticated than using general foundational models, which often fail to meet brand standards due to a lack of specific knowledge about the brands. Hightouch directly connects to its customers’ existing creative tools like Figma and photo libraries to ensure brand consistency.

With approximately 380 employees, Hightouch was valued at $1.2 billion in February 2025 when it raised an $80 million Series C funding round led by Sapphire Ventures. The company’s goal is to create images and videos that look like they were made by professional designers, avoiding the ‘fake’ or generic look often associated with AI.

As Hightouch continues its journey in the tech world, it raises questions about the future of human creativity in marketing design. Will professionals adapt or face obsolescence?